Experimental Perfume Club (EPC) has unveiled a brand new UK flagship store at Seven Dials, featuring its first ever ‘lab-boutique’ concept.
Spanning 550 sq ft, the space offers an environment that allows consumers to explore, understand and create their own fragrances and scents.
The new lab-boutique is also set to facilitate both informative workshops and one-to-one appointments, as well as private groups and corporate events.
The new location will also house the brand’s own eponymous scent collection, which is created in-house using ingredients selected from around the world. The minimalist eau de parfums can be worn alone or used as building blocks to blend together for a personalised result.
Emmanuelle Moeglin, Founder-Perfumer at Experimental Perfume Club commented: “Our ethos at EPC is to bring the art of perfumery to the general public, so having an inviting physical environment in a central part of London is crucial.
“Our new home and flagship in Seven Dials will allow us to grow and expand our educational and experience-led operations, amongst a like-minded and tight-knit brand community. We are thrilled to have the exposure to new audiences from this Monmouth Street location and very excited to connect with more perfume lovers in this space.”
The announcement of Experimental Perfume Club follows the relaunch of Seven Dials Unplugged, an initiative to drive people to the area by providing live acoustic music.
TheIndustry.fashion visited Seven Dials during the first week of non-essential retail reopening, with crowds flocking to stores to experience physical retail purchasing once again.